60% of Gen-Z say that how they present themselves online is more important to them than how they present themselves in person.

Let that sink in for a second.

1.2 billion people, two thirds of the world’s largest generation, see their on-screen lives as more important than their off-screen ones.

When I mentioned this to my cousins (aged 10 and 13) they nonchalantly shrugged before returning to Fortnite, my parents on the other hand use this stat to fear-monger over dinner.

As a millennial, I sit slap bang in the middle of these two perspectives. As a product of the Instagram generation, I nonchalantly shrug at the idea that our virtual existences are important, and yet, much like my parents, I have some paranoia towards our ever-encroaching digital shift.

Digital Fashion, much like any technology, can be a force for good or evil depending on how it’s used. Utopia in this respect is a world of unbridled creativity and self-expression; where new generations of creators and consumers harness technology to push the boundaries of the digital arts and in turn reap boundless rewards. Dystopia, on the other hand, involves pervasive inequalities, exploited user data, and large corporations devolving digital to maintain their hegemony in more effective ways than ever before.

When I first decided on the name DRAUP for this platform, it was with these two poles in mind. Rather than a propensity for slavic spelling, DRAUP was spawned from a penchant for mythology.

Myths reflect and shape our perceptions, providing us with frameworks for how to engage with the world through revolutionary visions and cautionary tales.

DRAUP alludes to DRAUPNIR, the Norse God Odin’s ring, coveted far and wide for its ability to bestow endless wealth on its holder.

Odin is a fascinating character – much like the multi-hat-wearing DJ/ model/ journalist we see cropping up in our world of the passion economy – he was the God of not only war and death but poetry, wisdom, sorcery and healing. One of the most famed tales around this multi-hyphenate was that of his eye. In a gory tale, Odin sacrificed a part of his vision to gain wisdom of the things hidden from him.

Thus, with (hopefully) less of the gore, The Lost i is a magazine detailing our search for knowledge, in a world where our digital selves are yet to be found. Twice a week, direct to your inbox, we’ll take you on our journey down Digital Fashion’s evolution. Just like the myths of DRAUP, The Lost i will work to forge frameworks around the promises and pitfalls of fashion’s digital utopia. One which not even my boomer parents can scoff at.

This month we’ll ground Digital Fashion by exploring its origins.

I hope you enjoy.


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The Norse God Odin sacrificed his eye on his quest for wisdom. Now, we're following in his footsteps...